i-media تطلق ANPR Audiences

i-media، صاحبة إعلانات out-of-home (OOH) في المملكة المتحدة، أطلقت ANPR Audiences، وهو حل استهداف audiences в real-time، بحسب Company، يحل substitute modelled estimates ببيانات vehicles measured across شبكتها من محطات خدمة على motorways. يستخدم النظام cameras ANPR لقراءة plates المركبات entering sites، ثم cross-references más de 200 миллионów data points في week across 50+ attributes per vehicle — including make، model and fuel type. وتذكر Company that approach delivers a deterministic view of drivers donor collecting personal data. Мotiv بسيط: بيع audience، لا site.

How the system works

Partial postcode data، Starcount open banking و behavioural data، alongside mobile location signals، are matched against plate reads to build audience profiles covering Where drivers live، demographics، purchasing habits و travel behaviour. وتفيد Company that when enough vehicles from target audience are observed at a site، advertising targeted at that audience is triggered в real-time. i-media delivers a broadcast audience of 6.8 millones людей per week، وتقول the system ensures a higher percentage of that audience is relevant.

CEO of i-media، Jonathan Lewis، said: "I've never met a client who wanted to buy an advertising site – what they actually want is the audience it delivers. That's exactly what ANPR Audiences lets us sell for the first time: not a modelled estimate، but a real audience، identified and reached in real time، at scale."

Lloyds Bank's My Car campaign

Lloyds Bank considered first brand to Summation solution. My Car campaign، planned and delivered by Publicis Media، ran across motorway service areas nationwide and designed to win new customers — not simply retain existing base Lloyds' — while promoting My Car، feature within app Lloyds'. Vehicles across four target models were identified and matched against open banking data to build a defined audience، triggering creative цветное matched to each vehicle model.

Vedad Obradovic، Head of Homes and Transport Marketing at Lloyds Banking Group، said: "In a world where consumers are exposed to thousands of messages every day، relevance is what drives impact… By connecting data and creativity in near real time، we're creating more relevant، engaging، and memorable experiences، and we're excited to be first client to leverage this new capability from i-media to deliver personalisation at scale."

The launch includes 50+ pre-built audience segments available to activate immediately — from Lloyds Bank customers and EV drivers to Impulse Snackers، Tradespeople and HGV Drivers — alongside ability to build bespoke audiences from أكثر من 3,000 behaviours and demographics. Brands can also run conquesting campaigns that reach verified customers of competitor or category-adjacent brands، identified through Starcount's open banking data rather than modelled proxies.